In a subscription model, audience members pay for access to a product or service. Keep this in mind: the value proposition and business model for membership are different from the value proposition and business model for subscription. Membership is even more nascent in Latin America, Africa, and Asia. About two-thirds of those membership programs are quite young: three years old or younger and have fewer than 1,000 members. The Institute for Nonprofit News’ 2019 Index Report, which aggregates data from its 108 member newsrooms based in North America, found that only a third of its newsrooms reported having a membership program in 2018. Here’s a second reminder: compared to subscriptions, membership in news is still a relatively new model and a relatively new revenue strategy. In order for that revenue strategy to work, you need to understand what scale of investment (and ongoing cost) is required and what scale of returns you can expect. Members can also be a source of revenue support, as they are in most member-driven newsrooms MPP has studied. This relationship is supported by memberful routines, which MPP has found are a critical component of a membership strategy. Membership is a relationship between a newsroom and its supporters that treats audience members as core participants and stakeholders. Membership is more than just a piece of a revenue pie. What revenue can you expect from a membership program? What costs should you plan for before you decide to launch a membership program?įirst, a reminder. This section addresses the topic of membership and money.
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